Merriam-Webster’s dictionary defines bureaucracy as:
• A body of non-elective government officials;
• An administrative policy-making group;
• Government characterized by specialization of functions, adherence to fixed rules, and a hierarchy of authority;
• A system of administration marked by officialism, red tape, and proliferation.
Bureaucracy, however, is not just relegated to government. It may be plaguing your business and driving away customers.
Consider my experience one recent morning: I planned to try out a new gym thinking they might actually want my business. This gym was more expensive than my gym by $10 per month, but it seemed to have more amenities than my old gym and it was closer to home. I had already stopped by to get two free passes so I figured I was good to go try a workout. My main purpose was to see if this gym fit my routine and lifestyle.
Much to my surprise, the bureaucracy nearly stopped me.
First, I had to fill out a form on the free pass. When I brought it in, the lady informed me I needed to bring a photo ID as well. That meant running back out to my car.
“Why do I need a photo ID when I have this free pass?” I asked. “You don’t hand out free passes to everyone.”
“We need to verify your identity,” explained the lady as if that meant anything useful.
Then I had to sign a complete liability waiver using all my contact information — again. When I didn’t put down my email and phone number, she returned the form to me and insisted upon it.
“I would prefer not to because I don’t want you calling or mailing me for marketing purposes,” I explain.
The lady insists: No info, no use of the gym.
“Why is there so much bureaucracy?” I ask.
“Because we serve children, too, and we have to know the identity of everyone who walks into this building.”
Now I have two children who I protect ferociously, but that has to be the worst excuse for bureaucracy I have ever heard. It suggests they don’t monitor the children once they are inside the building, so they monitor the adults instead. That level of hand-holding is insulting to customers.
Finally, the lady insisted on keeping my driver’s license and keys in order to let me inside.
After 30 minutes of this nonsense, meaning I only had 30 minutes left to exercise, I did actually get inside. I found that every door was locked with sliding key cards: The weight room, cardio room, bathroom — everything. My buzz was definitely killed. There’s no way I will go through that kind for bureaucratic hell to work out no matter how nice the pool is.
This experience may be extreme, but it may be happening in your office or store as well.
• Exactly how long does it take the average person to get service? What is your longest wait time? Make sure your customers are served promptly and when they expect, or they will go somewhere else.
• How many forms do your customers need to fill out? If they are redundant, you either haven’t automated the process or aren’t using your staff to do the work for your customer. Either way, your customer sees you as lazy.
• How much security is reasonable in the customer’s eyes? Life is full of risks, and at some point every business must balance risk with creating a good working environment.
Until you view your office through the customer’s eyes by literally walking in their shoes and tracking customer experience, you will never know whether you kill or win business with customer service.
Meredith Munger is the principal of Munger & Company Marketing (www.meredithmunger.com). Reach her at Meredith@meredithmunger.com.
